Starbucks Promo, Case study LOVE PROJECT MUSIC VIDEO by BBDO New York

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Industry Cafe, HIV/AIDS
Media Promo & PR, Case study
Market United States
Agency BBDO New York
Director Chris Palmer
Art Director Alex Shulhafer
Producer Michaela Johnson
Editor Paul Watts
Released December 2009

Credits & Description

Category: Best Use of Social Media Marketing
Advertiser: STARBUCKS & (RED)™
Date of First Appearance: Dec 15 2009 12:00AM
Entrant Company: BBDO NEW YORK, USA
Chief Creative Officer: David Lubars (BBDO New York)
Group Creative Directors: David Carter/Linda Honan (BBDO New York)
Art Director: Alex Shulhafer (BBDO New York)
Director of Integrated Production: Brian Dilorenzo (BBDO New York)
Director of Music/Radio Production: Rani Vaz (BBDO New York)
Agency Producer: Jesse Brihn (BBDO New York)
Content Producer: Nicholas Gaul (BBDO New York)
Production Company: (Gorgeous Enterprises)
Director: Chris Palmer (Gorgeous Enterprises)
Executive Producers: Paul Rothwell/Rupert Smythe (Gorgeous Enterprises)
Producer: Michaela Johnson (Gorgeous Enterprises)
Editing House: (The Quarry)
Editor: Paul Watts (The Quarry)
Media placement: Global Sing-Along - 150 Locations Worldwide - 15 December 2009
Media placement: Music Video - Internet - 15 December 2009

Results and Effectiveness
The video became incredibly viral. To date, it has had more than 1.6 million views on YouTube and a five-star rating. It has topped the Top 20 Viral Videos chart and hit the top of the Beverages and Interbrand charts.

Creative Execution
On December 7th, we united musicians from more than 156 countries to sing “All You Need Is Love” at exactly the same time. To commemorate this historic moment, we edited together all of the performances into a music video. Every country appeared once, and none were repeated. The video was posted to and YouTube. We also allowed people to post it to a variety of social networks such as Facebook, Twitter and Digg.

Insights, Strategy & the Idea
The holiday season is cluttered with advertising that centres on sending season’s greetings to friends and family, with a “buy now” message tied in. We wanted to help Starbucks break through this typically shallow and empty marketing with an idea that would resonate with consumers on a deeper level. Additionally, we wanted to show how Starbucks has always been about more than just coffee – that being an integral part of the community is central to the company’s DNA. We decided to show how Starbucks could use its global reach to effect positive change in the world. We did this by creating something consumers could pass on to friends and family that would actually make a difference: a music video that raised awareness and donations for the Global Fund to Fight AIDS in Africa.